#95: Fat Loss Tips for Women over 40 - with Weight Loss Coach Joe Hoye

Why Diets Fail and What Works Instead

Have you tried every diet out there, only to gain the weight back?

Or feel like you’re spending your life counting calories and restricting yourself with no lasting results? 🤔

In this episode of 40+ Fitness for Women, I chat with Midlife Weight Loss Coach Joe Hoye about breaking free from the diet rollercoaster and creating sustainable, long-term results.

If you’ve been stuck on the diet rollercoaster, this episode is packed with insights to help you move forward.

Resources mentioned in this episode:

• Join the waitlist for our Reshape 2025 challenge (starts January) >> 
• Connect with Joe on Instagram: instagram.com/hoyefit

Chapters

• 0:00 Debunking the Myth of Quick Fixes
• 14:26 Redefining Success Beyond the Scale
• 15:30 Measuring Progress with New Metrics

Transcript

#95: Fat Loss Tips for Women over 40 - with Weight Loss Coach Joe Hoye

Lynn: [00:00:00] Welcome to 40+ Fitness for Women. I'm Lynn Sederlöf-Airisto, your host, and I'm a certified menopause fitness coach, helping women in midlife build the bodies that they want to spend the rest of their lives in.
Today we have a special guest, Joe Hoye. He is the owner of Hoye Fit and the host of the Midlife Makeover, which is the largest summit to date for women in midlife and beyond. Although he's a 30 year old man, Joe decided to build a health coaching and weight loss business that leans into women and moms entering in or past menopause to help them ditch the diets, regain control over their midsection and learn to have control over their body forever inside of a lifestyle they can enjoy. Joe has a very interesting story as to why he did it. Felt chosen to serve [00:01:00] this particular group of people and that he didn't choose it himself. 
All right. So Joe, welcome to the show.

 
Joe: Lynn, thank you for having me on yours. I know I had a blast. With you on mine, so I'm happy to be here.

 
Lynn: Yeah, that was so much fun. So I thought we would start off by you explaining a little bit about this mystery of how is it that a 30 year old guy ends up helping midlife women?
Yeah,

 
Joe: let's do it. Let's let's talk about that elephant in the room. Um, it's weird that it follows me everywhere I go It's always there. So So yeah, i'm a 30 year old man I've run Hoye Fit for six years and the only people i've really only ever focused on are women 40 50 60 and older and It's a little bit strange, right?

At least surface level it is. But when we dive in, it starts to make a lot more sense. And it's kind of a three part story. It [00:02:00] starts when I was 13 years old and growing up in my mom's house, my mom and dad were separated. She was just my most strong and most consistent role model in my life. So I spent a lot of time with her, looking at how she acts, how she behaves, how she talks, spending time with her friends.

And whether I knew it at that time or not, I gained a lot of. Who I am from that, and that'll come back later in this story. But also at 13, I was starting to go down the wrong path. I was hanging out with the wrong kids doing bad things. And I was also starting to get picked on. And I think my mom saw both of those.

I was this tall, really, really skinny kid that wasn't athletic, not really good in school, not really good at much. And she's like, Hey, uh, if your homework's done, I'm done with dinner. All our chores are done. Do you want to come to the gym with me tonight? Because I'm going either way. I'd love it if you came.

And to me, that was a no brainer. Because, like I said, I was tall. I was skinny. I was not athletic. I was not happy. I was not good in school. I was not good at [00:03:00] anything. And the people in the gym, in my mind, they were good. They had muscle. They had confidence. They could talk to people. And I was like, well, yeah, I would love to go.

And so the minute I stepped in the gym, I fell in love at 13 years old. And from then on, I was going six to seven days a week. We know now that's not correct. We'll get into it later. I'm sure. But I just loved it and I wanted to change my body so much and I never could. So from 13 to 18, I gained roughly five to 10 pounds.

So I was five foot 11. I graduated high school at 145 pounds, pretty skinny kid. At that point, I graduate school, and I start pursuing a career in the medical field. Uh, so with that, I have to take courses like anatomy, physiology, kinesiology, nutrition. All the things that create change in our body, I started to understand.

And so I started to apply them to myself to actually make these changes. But at the same time, I was in college, and I was a dumb 18 year old, so I started partying and drinking and treating my [00:04:00] body like absolute crap. And the combination of those two things resulted in a little bit of muscle gain. But a lot of fat gain and in the span of, I honestly forget, I think it was a year to a year and a half, I gained 80 pounds and I went from 145 pounds, blew right past my goal that I wanted to be, which is 195 and went up to 225 and then I had a new problem, still pretty bad things, not athletic, still not confident, except now I wasn't skinny, I was fat and I didn't like that either.

So I decided enough was enough. I quit the drinking, I quit the partying, I started treating my body nicely, and giving it what it needed in the gym, in recovery, in nutrition, and everything came together. I went from 145 to 245, down to the 195 I just hinted at. And not only did I feel great, but people noticed.

Because I grew up in a small town, when I came back from college, people were like, oh my god, Joe, what did you do? Like, I've known you at all three stages and, like, number one, you don't look the same, but number two, you're not the 

[00:05:00] same person. You are more confident. You are more outgoing. I'm having fun with you.
I didn't even know you before, but now you're speaking up because you're confident. And I was like, wow, I really did change. And I had enough people asking to where I always had a business type brain. And I was like, well, if enough people ask, I'm going to help them, and I'm going to charge them. A little bit of money for it.
So I started running these online six or eight week fat loss challenges. And a lot of people signed up. I was marketing on Facebook, marketing on Instagram and transparently, Lynn, I thought I wanted to help people like me, you know, tall, skinny, young men, gain muscle or overweight men lose fat and just feel confident.

And so I got a ton of signups. I never looked at the names cause I was sure it was people just like me. And on Sunday morning, when I open up my zoom call and I look at all the faces staring back at me that invested in themselves. To learn from me, nobody looked like me. They all looked like you and my mom.

And I was like, well, what happened? How did I get this [00:06:00] crowd? And this comes back to the beginning of my story. Just spending time with my mom and her friends, I learned to communicate in a way that naturally resonates with them. And so I didn't mean it, but I spoke to them in a way that really hit home.
And so they trusted me. I had a blast. On that first call, everybody had fun. At the end of the first eight weeks, everybody had results. And I was like, you know what? I don't really care if this isn't what I was after. I love this. Everybody's happy. I had a blast. I'm going to do this. And so, then, Yeah, I almost missed part three.
So I graduate college. Um, and I still, I was, I was doing this on the side. I wasn't making enough money to have this as a full time job. It was just kind of like spending money on the weekends. So I graduate, I get my job in surgery. I was never a surgeon or a doctor. My job was to help the surgeon and the doctor with surgery.
And again, I get pushed in this direction, right? So on my [00:07:00] team, it was myself and six or seven other ladies, and they decided to take the one man on that team and stick him inside the OB and GYN based rooms. And so once again, I'm stuck with this population, but I'm also coaching them outside of, outside of my day job.

And so I'm asking these doctors all these questions that I can then apply to my clients. I'm like, hey doc, how do I, or how did this client, how did, sorry, how did this patient get in here? What could she have done proactively to avoid getting in here? Why is this important to her in this stage of life?

And so I gained all this information and they thought it was a hundred percent for surgery sure a little bit was But a lot of it was for my coaching and for the ladies that I loved working with outside of it And so that's kind of my three part story number one My mom massively changed the direction of my life and if it wasn't for her you and me wouldn't be having this conversation I wouldn't have hosted the midlife makeover summit.

None of this would have happened And [00:08:00] so I want to give back to my mom and people like her because I realize if I can change a mom's life, I can probably change the entire household's life. Number two, I have a lot of fun with these ladies. I look forward to spending my Tuesday nights and Friday nights with my clients on a group call, just hanging out, seeing how I can help and really laughing with them and enjoying time with them and seeing them grow.

And then number three, I understand their body really, really well.

 
Lynn: Wow. Quite a story. So, um, tell me like, so you, you described that your typical client is somebody about my age. So I'm 53 or, you know, in midlife, but what, what else defines, tell me more about like, what kind of women need help with this and come to for help?

Joe: Yeah, absolutely. So a lot of the ladies that we work with at Hoy Fit have. They've dieted before, [00:09:00] right? This, this weight on their body that they want to get rid of is not new to them. They've generally had it for five, ten, fifteen, sometimes their entire life. And they haven't been able to get rid of it.

They've tried Octavia, they've tried keto, they've tried vegan, Atkins, you name it, they've tried it. And none of it's worked. And because they've tried so much of it, their body is now began to fight back. And that's where we swoop in because yeah, we can help with weight loss, but a lot of the ladies we work with, they no longer have the ability to lose weight because of what we call metabolic adaptation.

And so we help to remove that stress from their body through nutrition, through exercise, through recovery, very similar to what you do in some ways and give them the ability to lose weight and more importantly, lose fat.

 
Lynn: Okay. And what, what are your thoughts on like the calories in calories out discussion?[00:10:00]

 
Joe: Yeah, gosh, it's, um, I think it's true sometimes, but again, for a lot of the ladies that we work with, if you've done two or five, 10, 30 diets, it's probably not true because so what metabolic adaptation is, is to put it simply, it's your body in this high state of stress because it doesn't understand that it's going.

It's not going to starve, right? We know as people we have grocery stores on every corner We can always get food if we want for the most part because we're lucky Um, but our bodies don't know that we as a civilization Developed faster than humans could evolve And so our bodies are stuck in that caveman period of hunting and gathering and if we have this shortage of calories Our body is going to down regulate And just stop all the unnecessary processes to make sure that we survive in one unnecessary process Is weight loss, right?

The necessary processes are thinking, [00:11:00] breathing, talking, digesting, right? We need to do those. We don't need to lose weight. And so if you've starved your body of calories for way too long, your body's just fighting back. It's doing it to protect you, but it's fighting back. So to answer in short, yeah, calories in, calories out matters, but not if you've dieted for years on end.

Like your body is just fighting back and you need to fix that problem so that calories in, calories out does work again.

 
Lynn: So I had one client who, um, she said she has been, and she, she was in her mid forties , and she said she has been in Weight Watchers since she was 18. Yes. And I was like, I was just flabbergasted at that.

I thought, okay, you know, if you've been trying something, uh, for that long and it hasn't worked, then maybe there's a reason for that. Yeah. Not, not, it's making the best.
Joe: [00:12:00] We see that a ton right and it's something that to be honest with you I just started learning about a year or two ago But so many of the women that we work with they have been on weight watchers And that's a very common one actually because it's been around so long They've been on weight watchers since they were 18 or for some of our clients eight because their mom Or their brother or their gym teacher or somebody that was older than them whose opinion they valued said.
Hey You know You're a little bit chubby and I want you to be healthy So here do this diet and it wasn't a malicious thing all those people meant well But just because they meant well didn't mean they had the correct education to give the person the right thing And when you're eight and the first thing you learn about is nutrition or you're 18 The first thing you learn about for nutrition is I gotta count my points and 1200 calories is normal Eating anything more than that is terrifying.
So we got to address what's up here, too Right? Mindsets, everything.
Lynn: Yeah. So talk a little bit about that [00:13:00] mindset because I think that is a key component to success actually in, in any kind of fitness and weight loss and fitness.
Joe: You're going to have to direct me because we can go a million directions and I won't stop.
Lynn: Yeah. So I'm thinking mainly around the, um, weight loss piece. Is there something that you've noticed in your work? Okay. I would imagine that. You know, you do some tracking and you look at what people eat and whatever, but, but then is there some mindset piece that has to be there as well to get them over the edge to, you know, where they have success long term and not just a 12 week, you know, diet again, that they're just going to regain after.
Joe: Absolutely. I think the two biggest things to start with, hopefully somebody can take this away from the podcast and apply it. Number one, we have to understand what you just said is completely accurate. There's no quick fixes, right? Like, [00:14:00] let's pause for a second and think about it logically. If there is a quick fix that actually worked, You wouldn't have to search for it.
It would be the most well known thing in the world. Like it wouldn't be a secret. Everybody would do it. You wouldn't have a job and neither would I, right? And so if we still don't know that quick fix, it doesn't exist. So just get that out of your head. Understand that you're going to have to do some work, but also understand that the work really is not hard.
Number two, I think we need to redefine what success is, right? Because a lot of people think that success is watching the scale go down. And I'm sure you have this conversation because you're really big into the right kinds of exercise for women over 40. But the scale can go down in a number of ways, right?
You can lose muscle, which women over, well, 30 are doing year after year. We don't want that, right? It's gonna lower your metabolism. You're not gonna look as good. You're not gonna feel as good. You're not gonna function as well. You're not gonna age as well. You can lose water. You [00:15:00] gain and lose water retention every single day.
Or you can lose fat. That's the one we want to lose, right? But the thing is, if you're listening to Lynn and you're listening to me in a combo, chances are you're going to gain muscle. And lose fat and when that happens when one thing increases and the other decreases the scale stays the same So if you are tying the definition of success to the number on a scale, you're setting yourself up for failure We need to look for other metrics, right?
How do your clothes fit? How's your face? Look? How's your body? Look, did your are you taking measurements? Do you feel better? Are you stronger? Do you have more energy, right? So when we redefine success, it's way easier to feel better about your progress because there's way there's other ways to measure it You
Lynn: Yeah.
No, that, that is so true. And that just reminds me of another client who she started with me earlier this year. And her goal initially was to lose weight as well as get stronger. She'd been doing random [00:16:00] workouts. And, and just the last time we, um, chatted, she was, she said, you know, I've kind of stopped caring about the weight piece.
I just love getting stronger and seeing the muscle definition and all that. And I just thought, Oh, you know, my work here is done, you know,
Joe: isn't that the best when you hear that?
Lynn: Yeah. Yeah. Total shift. But what about, um, how do you feel? Because I know some people have a lot of paranoia about like the tracking.
So, so is tracking something that you feel is necessary or do you have other methods of working as well?
Joe: I'm welcome to be proven wrong, right? I'm very open minded what's worked for me, what's worked for our coaches and what works for our clients is tracking temporarily, right? I don't track my food anymore.
I haven't tracked for. Gosh, pretty much since I started this, so like six, five or six years ago. Um, one of my coaches [00:17:00] tracks just because she likes it, right? So what I see there, if we can, we're going to have a takeaway is you need to find what works for you, right? She likes tracking. So she's going to do it.
I don't like it. I'm not going to do it. But without tracking, without measuring your food for a month, two months, three months, even a year, if you want to be solid for the rest of your life, you have no idea what you're eating. Right. I mean, let's take the classic peanut butter example. A serving size is probably 2 tablespoons, yet we're generally using 6 to 8.
And if the calories in a 2 tablespoons of peanut butter is 180, I'm making these numbers up guys, I could be wrong. But you're multiplying that by 3 to 4, you're blowing your calories out of the water every day, and you don't even know. So you think your body's broken, and you think your body's fighting back against you, but You're actually just not being accurate on your calories.
So I, I want everybody to track for a period of time, but I don't want everybody to track everything. I don't want people to track their calories, their protein, their carbs, their fats, their added sugars, [00:18:00] their fibers, and their micronutrients. It's crazy because I mean, my life's crazy. I don't have kids, right?
I am not a woman over 40 that works full time, takes care of the house, has kids, maybe even has grandkids. And then has a personal life on top of all that, right? Their life is crazy enough. The last thing they need to do is track everything I just mentioned. So, what we like to do is simplify it. Because I think that if it's not simple, you're not going to stick to it for life.
And if you don't stick to it for life, you're not going to be successful for life. So, we like our ladies to track their calories. Because calories are going to decide whether you gain weight, maintain weight, or lose weight. But then we also understand from the conversation earlier, weight doesn't really mean much.
We want to know that we're losing fat. And so that's why I add in protein. Because protein determines what that weight is that you're gaining or losing. Right? And so if you eat lower calories than you need, slightly, and [00:19:00] a high protein diet, you're going to lose weight and that weight's going to be fat because you're keeping your muscle.
And so aside from that, eat what you want, like eat healthy, enjoy some wine or some, some tasty foods sometimes, but eat healthy for the most part. And I'm happy.
Lynn: What role does exercise play going back to the calories in calories out? Cause now you've talked about like calories in what you eat.
Um, but how, how much do you guys. Advocate exercising and should people be running more, you know, the classic, it's just funny, you know, anybody who's like, Oh, I should lose little. I need to start running. I mean, it comes from somewhere, right? Uh huh. Yeah. So I'd love to hear your thought on it. And I'd love to, like, I'd love to see if we could do something together about it.
Joe: Because I think that your Specifically, really, really good at exercise and I respect what you do there. Um, but. For [00:20:00] exercise, like I alluded to before, women start to lose muscle at the age of 30. That only increases more and more when you're 40, 50, and 60. And we understand that, like you just said, running, it's not really the best thing for Weight loss, right?
Am I saying running's bad? No, it's amazing for your heart health and cardiovascular health. But if weight loss is your goal, when you run, you're telling your body to become more efficient. And the only way it can become more efficient is by burning muscle, right? And so if you understand that you're already losing muscle, and then you do something else to speed up that muscle loss, It's very counterproductive.
So what we like to do is have our ladies strength train. And again, like I alluded to, I was exercising six or seven days a week when I started, but that's not the answer, right? It wasn't the answer for a 13 year old boy with next to no stress in his life. It's definitely not the answer for a 40, 50, 60 year old woman in perimenopause, menopause or postmenopause with tons of stress.
And then they add even more stress through over exercise. [00:21:00] So what we do is two, three, maybe four days a week of strength training. We go for compound exercises, probably similar to what you do, right? Yeah. Um, squats, deadlift, just multi joint movements. Right. And that is the foundation of our programs. And then we'll adapt it from there.
What about you though? What's your take? Yeah. I mean, I definitely advocate the strength training for exactly that holding onto the muscle as you're losing weight. And I think it has been studied that if you are not strength training, when you're in a calorie deficit. That 25 to 30 percent of the weight that you lose is actually going to be from your muscle.
Lynn: So if you think about, you know, people going through these diet roller coaster cycles, they lose weight, which has a big chunk of muscle included in that. Then they gain weight, which has very little muscle included in that, you know, they're just [00:22:00] killing their body composition over time. And yeah, just a downhill spiral, you know, there.
Yeah. So absolutely. 100 percent agree with that.
Joe: And it's, I like that you mentioned body composition, right? Because again, like, I'm sure you can easily get a woman to her scale goal, but if she, In that, in that process has lost 30 percent of her muscle when she reaches that scale goal. She's not going to be at her desired body goal, right?
She's just going to be at the number on a scale, but she's not going to have this tone body, not going to have a strong body. And I think ultimately, if people had had to pick one or the other, they would pick their perfect body over their perfect weight all day long.
Lynn: Yeah, but it is. But I, I a hundred percent agree, but it is a big mindset shift because when you've been raised in a culture where, you know, your body weight matter, [00:23:00] like that is, that was a badge, you know, I weighed this much back when I was whatever, 16.
And you're trying to get back to that when you're 50, uh, yeah, it's kind of, it's hard to let go of that. I've noticed. Absolutely. Absolutely. So, um, what, uh, do you see as the biggest mistakes that you see with your clients that they've been making over time that you've been like fixing, helping them fix so that they would.
Joe: So I can give, maybe I'll just give one example for every piece. So like exercise, nutrition, mindset, um, in terms of exercise, God, I'm going to have to give two. It's either too much exercise or the wrong type, right? So they're exercising five, six, seven days a week, and they're not recovering enough for that.
Or they're just doing way too much cardio. Like you and I just talked about, and they're burning through muscle faster than they should be. I guess [00:24:00] for nutrition, it's going to be, they're not eating enough and they haven't ate enough food for a long time. And so what we find is that we will slowly increase calories and 90 percent of the time when we increase calories for these women, number one, their quality of life changes massively in a positive way.
They feel better. They sleep better. They're in a better mood. They focus better, all those things, but the scale will actually start to go down as they eat more. And if it doesn't. It'll generally stay the same, but their body composition, like we just talked about, drastically changes. And so, it's a hard thing to teach somebody that's Been on Weight Watchers since they were 18 to eat more until they see those things.
And then they're like, wow, I can eat more and these changes can happen. Okay, I'm in and then everything changes, but it's tough in the beginning. Um, and then for mindset, something I've been focusing on a lot lately, number one for myself, but number two for our clients is first, second and third [00:25:00] order consequences.
Lynn: And I'm happy to dive into that if you want to. Yeah, that sounds really interesting. Mindset piece. Okay. So what I see is most people really only look at first order consequences and they don't think far enough ahead to their second and third. So what I mean is, well, I just shared this with my group yesterday.
Joe: I'll just, I'll just be vulnerable and share it here. Um, I like to, Explain things and examples from my life and then apply it to their journeys And so yesterday I went live in my facebook group, uh right around this time actually and I was feeling Really drained really tired really flat really anxious And the reason is because I was going to go and have a conversation With somebody in my life that I didn't want to have a conversation with and I didn't want to have that conversation with them specifically I just wasn't looking forward to it.
I knew it was going to be hard and that was happening that night So last night, but the reason I did it Is because while the [00:26:00] first order consequence the first thing I was doing was negative It was going to be hard. It sucked. Trust me. It was I was right. It wasn't fun I knew the second order consequence and the third order consequence were going to be extremely positive Right because I had this hard conversation I then got answers to help understand myself better Um, which then translates to me being a better person for myself and the people around me.
So I did a hard thing to reap two positive rewards. And so the way that I tie this into weight loss or anybody's health journey is let's look at cravings, right? We can look at both sides of the coin here. If somebody has cravings, they can give into them. And so let's say they go and eat. a Chocolate caramel because that's what I would eat Um, and so they get that instant reward, right?
They get that sweet treat. They get that dopamine hit They're like, yes, I had the craving. It tasted super good five minutes later, though The second order consequence of that is oh [00:27:00] no, this is my third day in a row of having this sweet treat Why do I even bother and they start that negative self talk and then the third order consequence of that is Is now they've fallen off track because they said why bother screw it.
I'm not going to do this They get on the scale on sunday because they fall off track. They didn't make progress But if we flip that over if we look at the first order consequence and they give themselves something negative, right? They have a craving. They're like, you know, I really want this craving It would taste really good, but i'm not going to have it and they don't have it.
That's negative They don't get that instant gratification But 5 10 15 minutes later, they're thinking to themselves when they're back at their desk like wow I did it I didn't have that craving and I'm still okay. I'm still having a good day. I can do this And so then they stay on track and on sunday when they weigh in the third order of consequence is they made progress So what I see is generally if you have a negative first order consequence Your second and third are [00:28:00] positive, but if you have a positive first order consequence your second and third are negative, right?
Listen to the craving get a negative outcome get a more negative outcome Don't listen to the craving get a positive outcome get an even better outcome. And so Everybody loved that in my group. I hope that somebody can take something away from that. Yeah. I, I like that a lot. It's, it's, um, it's also thinking about your future self, right?
Lynn: Mm-Hmm. , the Sunday self who's gonna be hopping on the scale is gonna Thank you for the fact that you resisted today, Exactly. To do that thing. Yeah. I had one question about number two, the, eating. Because one of the things that I've noticed is that, women are fixated somehow on this 1200 calorie number.
Joe: Mm hmm.
Lynn: And then, you know, they say, Oh, I'm eating 1200 calories and I'm not losing weight. Right. And they're not actually tracking, but they have kind of a feeling that they're, you [00:29:00] know, being really good about depriving themselves all week long. And then, yeah, they've been so good all week. They're kind of tired by the weekend and then they start.
And my suspicion is, and I don't have like some wide group of people that I've You know, done the calculations with, but my suspicion is the fact that they are going to quote unquote eating at such a low level on the week is not actually the truth for their whole week, right? It's the truth for Monday through Friday.
And then they overdo it on the weekend. So in the end. Like they're eating, maybe they're binging or whatever, you know, just eating too much on the weekend. So if you increase their calories during the week, then they are less likely to do that disruptive behavior on the weekend. Like, have you, have you noticed that kind of trend?
You have much bigger samples [00:30:00] that you've worked with. So
Joe: we call those ladies or men, cause it happens to both of us, the weekend warriors. Okay. Right. They like, I mean, I'm just going to reiterate what you said, but they're eating next to nothing all day long. Maybe they'll have one meal and a couple of snacks and then the weekend comes and it's a free for all.
Number one, because they're with their friends and their family. Number two, because their body is famished. They don't have any fuel. And so they just restock on that. And if you're having 1200 calories four days a week, but then you're having 3200 the other three. Guess what? You're averaging 2, 000 calories, and if your maintenance is 1, 800, you're gonna slowly gain weight.
Lynn: Yeah, but those women, a lot of them, I think, aren't convinced that they're actually eating 1, 200 calories, right? They somehow like Don't see the fact that they
Joe: right in
Lynn: too much on the weekends,
Joe: which goes back to the tracking conversation. Like you actually have no idea how much you're eating unless you track.
And if you tell me otherwise, I would encourage you to track for two to three [00:31:00] simple days and show me the results.
Lynn: Yeah.
Joe: Right. And it's not about who's right and wrong. It's about learning and seeing if you can get better.
Lynn: Yeah, absolutely. Absolutely. Yeah. I just, um, started with a new client a few weeks ago and she wants to lose a little weight.
And I said, okay, well, do you mind tracking your food? Cause some people of course have issues with tracking it. And she was like, no, that's fine. I'll track. And, and she tracked and the next, you know, so we talked a week later in our catch up and she was like, I thought I would. I thought I was eating healthy and now that I'm being honest about what I eat and I look at it, I'm like, okay, there's some improvement that can be made.
And I think that was like, it was amazing of her also. I mean, she is, I think a lot of people are not at that point where they can even do that honestly and see it honestly. Uh, but that was, that was such a. A cool experience. Yeah.
Joe: Yeah. And [00:32:00] one thing that you just said that I want to touch on, probably slid under a lot of people's radars or you don't even think about it, but your client said to you, I thought I was eating healthy, but I guess not.
And people equate healthy a lot of times to calorie numbers. Right. And like, it's just not true. I can eat healthy at a thousand calories a day or 4, 000 calories a day. I can have healthy food the entire time. But really what weight loss comes down to, not your level of health, but your weight loss comes down to the amount of calories you're eating.
So when people tell me they're eating healthy, I never disagree. I'm like, you know what? You absolutely could be, but if your calories aren't right, your body doesn't care, you're still going to gain weight.
Lynn: Yeah, I think that is such a good point that is such a good point so is there Anything else before we wrap up that you want to share or final thoughts?
I
Joe: mean, I think this was great. I had, uh, [00:33:00] I had an amazing conversation with you. If you're open to it, I would love to do a little giveaway for your audience or one member of the audience.
Lynn: Sure. Yes. Absolutely. Tell us about that. Yeah.
Joe: What I'd like to do is I'd like to give away free coaching. So if any of your listeners, um, resonated with my story with.
How we coach at Hoy fit with the things that we believe in. And I explained to you, right, you've been dieting for five, 10, 15 years, or since you were eight and you aren't where you want to be. You're the type of people we work with. And what I want to do is as a thank you to you, Lynn, and thank you to everybody listening.
I want to give one listener three months of absolutely free coaching. When you get in there, we're not going to sell you supplements. We're not going to sell you anything aside from the fact that even though you haven't been successful yet, you can be successful longterm. Um, so what we'll do is I'll build out a quick form.
I'll need a name, phone number, email, so I [00:34:00] can contact the winner. And then I want a reason why, why do you deserve to be the one to win three months of free coaching? We're going to pick the winner based on that. And. We'll go from there.
Lynn: All right. Well, that sounds great. So I'll have the link in the show notes to sign up for that.
Yeah. I guess it's a competition. Let's call it a
Joe: competition.
Lynn: Yeah. Because it's like, who has the best reason? So you tell your story. So that's wonderful. Cool. All right. So thank you so much. This was really helpful, sharing all of this information on dieting and tips for our listeners out there.
Joe: Awesome. Thank you, Lynn.
Now, Joe and I have been talking about doing a program together because I know a lot of women are struggling, not just with keeping their body strong as they age, but also with the weight gain and how to lose the weight now that the [00:35:00] old strategies that they've used haven't been working, or maybe they've been, just trapped in this diet culture and they need a way forward so, I want to gauge what kind of interest there is from the audience and if we can find enough people who are interested in this, then we will pull that together for January 2025. So if you are interested, check the link in the show notes 
and with that, I leave you for this week and wish you happy training.